LOS ANGELES (Reuters) - The Muscular Dystrophy Association (MDA) said Friday it will end its long-standing Labor Day telethon, aired on the ABC network, to focus on more digital fundraising efforts after the success of last year's ALS Ice Bucket challenge.
The organization's annual telethon, hosted by comedian Jerry Lewis from its inception in 1956, has seen its broadcast cut from its standard 21 and a half hours, last seen during Lewis' final hosting stint in 2010, to just two hours last year.
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